A submarine has vanished, launching a frantic search for 44 people on board

Argentine authorities are scrambling to find a three-decade-old submarine that suddenly stopped communicating during a routine mission on Wednesday — an emergency authorities say could range from a fried electrical system to something much worse.

The diesel-electric ARA San Juan was returning to its base south of Buenos Aires after a routine mission to Ushuaia, near the southern tip of South America. Then, suddenly, it went silent.

According to the Associated Press, no one has been able to contact the sub or any of its 44 crew members since Wednesday, even though an international collection of rescuers are scanning all radio frequencies and scouring the waters near the San Juan’s most recent ping.

Complicating matters: strong winds and high waves that were battering search-and-rescue ships.

The Argentine government had received logistical help from the governments of Britain, Chile and the United States, including NASA — other countries have also offered aid — but as of Saturday morning, no surface or visual contact had been made, the AP reported.

The sub has multiple ways of communicating. It has ample food and oxygen, the Argentine navy said, and its protocol is to surface if there’s a communications blackout.

“The last position [registered] was two days ago,” navy spokesman Enrique Balbi said, according to the AP. “Without wanting to be alarmist or overdramatic, the facts are that no form of communications could be established between the vessel and its command, even with the alternative methods that the submarine has.

“What we interpret is that there must have been a serious problem with the communications [infrastructure] or with the electrical supply, cables, antennae or other equipment.”

Worried relatives had gathered at the submarine’s base, where they hoped to hear the first updates.

“We are praying to God and asking that all Argentines help us to pray that they keep navigating and that they can be found,” Claudio Rodriguez, the brother of one of the crew members, told the local Todo Noticias TV channel, according to the AP. “We have faith that it’s only a loss of communications.”

News of the stricken submarine had even reached the Vatican. Pope Francis, an Argentina native and the former archbishop of Buenos Aires, offered his “fervent prayers for the 44 officers aboard the ARA San Juan” in a message released on his behalf Saturday by Cardinal Pietro Parolin, the Vatican’s secretary of state, according to CNN. Francis “asks that his closeness be conveyed to their families and to the military and civil authorities of the country in these difficult moments.”

Those family members and the Argentine government were facing a cruel fact of submarine life. The vessels are often among a country’s most expensive and complex military assets — and, during accidents or times of crisis, their most vulnerable.

Over the years,  several submarines have vanished, often igniting mysteries that lasted decades.

On May 27, 1968, the USS Scorpion failed to return to port, unexplainedly sinking 11,220 feet beneath the Atlantic Ocean along with its 99 crewmen and two nuclear torpedoes, according to USA Today. A Navy inquiry found that the cause of the sinking “cannot be definitively ascertained” — and the cause of the sub’s demise still remains fuzzy decades later.

Theories abound, of course: a torpedo self-fired into the ship, destroying it from the inside, or a battery exploded, inflicting critical damage. The Navy has routinely tested the water around the ship for radioactivity, according to USA Today, but has denied a proposal by civilian marine disaster experts to investigate the wreckage.

In August 2000, the Russian nuclear submarine Kursk suddenly sank during a planned and closely monitored Russian military exercise, killing all 188 sailors aboard, according to the New York Times. It was hours before the Russian government even knew something was amiss.

The most likely explanation was that fuel in a torpedo detonated, setting off a chain reaction in a sub once deemed unsinkable. The Russians have said the Kursk used an outdated and unstable hydrogen peroxide propellant.

Conspiracy theories abound, and at least one real-life horror story was verified: Not all of the sailors died in the initial blast, according to the New York Times.

For hours, some fought fruitlessly to survive.

“13:15,” Lt. Capt. Dimitri Kolesniko, the commander of the turbine room wrote, noting the military time. “All personnel from compartments six, seven and eight moved to the ninth. There are 23 of us here. We have made this decision as a result of the accident. None of us can get out.”

Read more:

This ancient shark with a snake head and 300 teeth is why we should just say nope to the ocean

A military historian’s find could unlock the mystery of 136 sailors missing since World War II

A lobster boat captain said a freak storm killed his crew. Then doctors found drugs in his system.

10 things Space Coast will do to boost tourism

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The Cocoa Beach brand: Tourism in Brevard. Video by Space Coast Office of Tourism. Posted Nov. 17, 2017

A change that took effect this month in how Brevard County’s Tourist Development Tax will be allocated means that more money will be available to promote the Space Coast to tourists,

The Space Coast Office of Tourism plans spend $6.78 million on promotion and advertising during the budget year that began Oct. 1, including $4.74 million on various forms of media.

Details of the plan were unanimously approved this past week to the Brevard County Tourist Development Council and its Marketing Committee.

The Office of Tourism has a goal of raising $14.5 million in the 2017-18 budget year that began Oct. 1 through Brevard County’s 5 percent Tourist Development Tax on hotel rooms and other short-term rentals. That would be a 6.6 percent increase from $13.6 million the tax money raised in 2016-17. Forty-seven percent of that money will be used to promote the Space Coast to tourists,

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Rocket Launch Sizzle Reel: Tourism in Brevard. Video by Space Coast Office of Tourism. Posted Nov. 17, 2017

Among the campaign’s objectives is attracting « higher-valued guests » willing to spend more for their hotel rooms, thereby increasing the average daily hotel room rate and the revenue per available room — two key metrics within the tourism industry. 

The Office of Tourism also wants to « increase awareness » and « brand identity » for the local tourism markets.

Here are 10 components of the plan.

Five key messages

Among the key messages of the campaigns will be:

• Space Coast destinations offer families the opportunity to reconnect and rediscover the authentic Florida beach town vibe.

• Come for a space-related vacation, as there are more rocket launches than ever before.

• Cocoa Beach is Orlando’s closest beach.

• Spend the night on the Space Coast before or after your Port Canaveral cruise.

• Don’t « play and run, » if your family is here for a tournament organized by the U.S. Specialty Sports Association, which is based at Space Coast Stadium in Viera. Stay a day or two after the event to experience the Space Coast beaches.

More videos

Tiffany Minton, marketing director of the Space Coast Office of Tourism, said « video is still king » when it come to marketing to tourists.

And « short video is more king, » Minton added, with the sweet spot being 15- to 30-second videos on Facebook.

‘Space Coast Live’

The Office of Tourism also plans to produce weekly « Space Coast Live » shows that will be posted on Facebook.

Each show will have a theme, such as couples vacations for Valentine’s Day, Port Canaveral cruising and sea turtle nesting season. Each show also will feature a local attraction and a dining spot, have a space-themed update, focus on upcoming events, and have segments on nature and culture.

Use of ‘influencers’

The Office of Tourism plans to use « authentic personalities — celebrity and everyday people — to tell the story of each destination. »

It also will continue with its « influencer network » for promoting the Space Coast to such segments as fishing enthusiasts, surfing and « foodies. »

Top-five lists

The Office of Tourism will promote Space Coast attractions through top-five videos and social media posts, which are popular on social media,

Minton said examples could be the Space Coast’s top-five tiki bars, burgers or craft beer sellers.

Six distinct campaigns

There will be a general overall tourism marketing campaign for the fiscal year running from Oct. 1, 2017, through Sept. 30, 2018, in which $2.07 million is budgeted, plus these five shorter-term campaigns:

• Fall/holiday campaign, Oct. 1 through Dec. 15 ($324,225).

• Spring campaign, Jan. 1 through March 1 ($1 million).

• Early summer campaign, April 15 through May 15 ($442,500).

• Summer campaign, July 1 through Aug. 15 ($680,650).

• Late summer campaign, Sept. 1 through Sept. 30 ($200,000).

Focus on digital

About 38 percent of the promotion and advertising media mix, or $1.79 million, will be spent on online digital components.

This will include Facebook and Instagram, and, to a lesser extent, Pinterest, Snapchat and YouTube.

Airport and billboard marketing

The Office of Tourism plans to spend $850,000 on advertising the Space Coast at airports in Orlando, Atlanta and Washington.

It plans to spend $450,000 on billboard space in Florida and Georgia, including along Florida’s Turnpike; Interstates 4, 10, 75 and 95; and State Road 528, as well as in the Orlando metropolitan area.

Cooperative campaigns

The Office of Tourism will work with Port Canaveral, Orlando Melbourne International Airport and the Kennedy Space Center Visitor Complex, which is Brevard County’s most popular paid tourist attraction.

That will include:

• $350,000 that has been set aside to market new ships home-ported at Port Canaveral.

• $250,000 that has been set aside to market new inbound air service to Orlando Melbourne International Airport.

• A proposed tour of the KSC Visitor Complex’s Mars Rover concept vehicle, accompanied by and one or more astronauts, to other metropolitan areas. This could include a stop at the Oculus transportation hub at New York City World Trade Center.

Home-school niche

The Office of Tourism next September plans to market to families with home-schoolers, with the theme of « enhance your home-school curriculum, while enjoying all the best of our beautiful coast. »

The campaign will promote a trip to the Space Coast to see a rocket launch and tour the KSC Visitor Complex, visit the Brevard Zoo, see local nature and wildlife attractions, and take an art class.

Minton said the idea is to « let the Space Coast be their classroom, if you will. »

The campaign will include a video series featuring five « lesson plans » that families can experience on the Space Coast.

Dave Berman is government editor at FLORIDA TODAY

Contact Berman at 321-242-3649

or dberman@floridatoday.com.

Twitter: @bydaveberman

Facebook: /dave.berman.54

 

Eight target audiences

There are eight segments of consumers that are being targeted in the campaigns, from among the 66 categories of consumers, as detailed in research by the marketing firm Claritas.

• New homesteaders: The primary target profile is what’s known as « new homesteaders, » who typically are a young family consisting of parents who are 24 to 44 years old with school-age children. 

According to their profile, they are « dual-income couples, living a very child-centered lifestyle. They are seen the most visiting Cocoa Beach the most during peak season. They are high-tech and best reached through the internet, with above-average ownership of laptops, tablets and smartphones. »

Other targets include:

• Big fish, small pond: They are upper-class, college-educated, empty-nesting couple, many of whom are retired.

• Bohemian mix: They are a middle-age mix of singles, couples and families who are « the millennial wannabees. They are ethnically diverse, well-educated, always have the newest tech devices, have each seen the newest movie and visited the coolest microbrew. »

• Country squires: A family with highly educated parents 35 to 54 years old with children at home ages 12 to 17.

• Fast-track families: This is a family mix with parents 35 to 54 years old, with « upscale homes, numerous children and spacious homes. They are educated and have disposable incomes, and want the best for their children. »

• Middleburgh managers: They are « middle-class folks without children living at home. They work part-time, or are retired from solid white-collar jobs, enjoying a comfortable retirement. »

• Upper crust: A mature (age 55-plus) couple with no children living in the household who are « mega-wealthy. »

• Winner’s circle: Large families « enjoying the benefits of new money. They are big spenders » who like golf and ski vacations, eating out, « lots of mall shopping » and theme parks.

 

Changes in tourist tax allocations

Brevard County’s Tourist Development Tax is expected to raise $14.5 million in the budget year that began Oct. 1. Here is how the tax will be divided, under a plan that took effect Nov. 1 after it was approved by the Brevard County Commission:

• The percentage used for promotion and advertising of Space Coast tourism increases from 40 percent to 47 percent.

• The percentage used for beach improvement remains at 25 percent.

• The percentage used for capital facilities increases from 5 percent to 14 percent.

• The percentage used for Brevard Zoo increases from 3 percent to 5 percent.

• The percentage used for cultural events remains at 4 percent.

• The percentage used for Space Coast Stadium decreases from 18 percent to 3 percent. Space Coast Office of Tourism Executive Director Eric Garvey said the money would be used for « unexpected capital maintenance or construction » at the stadium.

• The percentage used for visitor information centers decreases from 5 percent to 2 percent.

Leonardo’s painting shows where ‘marketing circus’ now meets art world

Here’s a joke that’s making the rounds in art circles this week:

Q: Why did Christie’s put the Leonardo in a contemporary sale?

A: Because most of it was painted within the past decade.

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The joke – and it is a joke – follows the gasp-inducing purchase on Wednesday of Leonardo da Vinci’s Salvator Mundi at Christie’s postwar and contemporary sale (rather than an old masters sale) in New York. It went for $400-million (U.S.), $450.3-million with the premium – the highest price for an artwork sold at auction, in spite of questions about its condition and authenticity (thus the joke).

The auction triumph followed an aggressive marketing push by Christie’s.

The painting was sent on a presale tour; thousands lined up for a turn with it. Slick videos were produced and posted online. There was international media coverage.

The investment paid off: The painting not only shattered records, but has triggered all manner of discussion in art circles – not all of it positive.

« They’re shocked at the size of the purchase price, » said David Silcox, former managing director of Sotheby’s Canada. « Because it’s really not based on anything other than greed and giving yourself a pat on the back for being as rich as you are. »

But in terms of Salvator Mundi‘s hammer price as a harbinger for the larger auction market – a saviour of the art world, if you will (not that it needs saving at the moment) – that remains as clear as the question of how much of Leonardo’s original work remains after major conservation efforts (in other words, not very – or, at least, disputed).

This fall, Christie’s published a video called The Last Leonardo da Vinci. It has been viewed more than 100,000 times. « Suddenly, you’re stopped in your tracks and it sucks you towards it, » art critic Alastair Sooke says in the video. Another promotional video, The Last da Vinci: The World is Watching trains the camera on people’s faces as they view the painting (including another famous Leonardo, DiCaprio), with Max Richter’s On the Nature of Daylight as a dramatic soundtrack. It has more than 180,000 views.

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« I thought they did a very good job, obviously, but I also think they had a good story to work with, » said Robert Heffel of Heffel Fine Art Auction House.

« It captured the people’s imaginations, » he said. « We’re living in a new world of hyper media events, so why shouldn’t culture be [part of that]? It’s nice to see history and culture being appreciated on that scale. »

Mr. Heffel was speaking from Toronto, where his company is holding a preview of works for Wednesday’s live auction, including a Lawren Harris painting estimated at $2.5-million to $3.5-million.

Mr. Heffel’s previews, also held in Vancouver and Montreal, attract thousands: potential buyers, as well as the merely curious (and appreciative).

« It enables you to really connect with people, » Mr. Heffel said.

Previews are part of the drill in the art world, but Christie’s efforts were next-level publicity. Not everyone approves.

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« While I hated the marketing circus at Christie’s, I reluctantly concede that that’s the way things are done at the moment, » art dealer Christopher Varley wrote in an e-mail to The Globe and Mail. « It’s just not healthy. If ‘culture’ is to flourish, we need to find better ways to distinguish between its ‘signals’ and all this ‘noise.’ « 

The hype might be called a necessary evil when it comes to attracting that sort of money.

« I guess they have to do it; they’re trying to get at the rich people to get their interest up and it seems to work, » Mr. Silcox said.

« I’m not by nature a hustler, but it’s interesting that, in fact, there’s been a big push; the major auction houses – Christie’s, Sotheby’s, Phillips – have actually moved to the superrich; that’s what they’re really interested in. They do anything for the superrich, and they’ve left the real market, which is basically in the middle, sort of ignored to a large extent. It’s certainly not getting the sort of attention it used to get. »

Mr. Silcox, who is also an art historian, said just as he believes the Mona Lisa is not Leonardo’s best painting at the Louvre even if it’s the one people crowd in to see, the record-breaking Salvator Mundi is not Leonardo’s best. And the impact of its sale on the wider market is unclear.

« I don’t know whether the value will stay with some of these things, » Mr. Silcox said.

« You put it back into the auction a year from now, I bet it wouldn’t get the same amount of money. That’s because it’s sort of an artificial amount. It’s the amount that somebody decided he or she wanted to pay. And that’s all it is. »

Top Digital Marketing Trends That Apparel e-Retailers Need to Know

So, you wish to take your apparel e-retail to the next level. It’s time you experimented with some of the latest and trendy digital marketing methods. These new age digital marketing strategies and tactics can truly pour gasoline over the little fires you’ve created with your apparel e-commerce digital marketing till now.

Integrated Offline and Online Sales

Brick and mortar sales are an essential component of an apparel brand’s sales channel mix. This is where it becomes crucial for these brands to integrate their physical and e-stores, using advanced POS retail software. Such software helps store managers get 360-degree visibility of available stock, track individual salesman’s activities, and accept credit card payments seamlessly.

Also, integration between offline and online sales in apparel commerce enables store managers to sell merchandise that’s not on display or in stock at the store, and ship it directly to the shopper’s home. This prevents customer attrition and creates a symbiotic sales and marketing ecosystem.

Influencer Marketing for Tremendous ROIs

Influencer marketing is the way forward for all consumer-facing brands, although apparel e-commerce has witnessed the most significant impact of this novel marketing method. Here are some mind-boggling stats from the world of influencer marketing for fashion and apparel brands. Although 84% brands continue to conduct influencer searches manually on social media, 73% agree that search is the biggest challenge in influencer marketing.

This is where pioneering fashion and apparel brands can step past competition by using a platform to search influencers for free, with the option of short-listing them based on criteria such as demographics, social followership, previous experience and expertise in influencer marketing, etc. Also, such a platform helps you reach out to these influencers directly, speed-tracking the marketing campaign. The list of fashion brands that have successfully leveraged influencer marketing for great ROIs is massive; it’s time your brand became a part of the list.

Augmented Reality Tech To Deliver Enhanced Item Research and Shopping Experiences

Do you know what’s so special about augmented reality? It’s the fact that users don’t need any specialized hardware to be able to experience AR; software can simulate the augmented experience for them. Already, AR has made its presence felt in the sphere of apparel and fashion e-commerce digital marketing.

Topshop’s flagship Moscow store has an AR powered kiosk where shoppers can just stand in front of what essentially looks like a mirror, and superimpose different dresses on their image, to check out how they look. It’s only a matter of time before AR becomes a key aspect of the e-commerce shopping experience of users, with apps helping them get a better idea of how items look on them before they buy them.

De Beers “My Forevermark Fitting,” for instance, lets users print out cutouts of jewelry, hold the paper to their face, use their webcam to see themselves on the computer screen, and that’s where De Beers’ AR technology transforms the paper cutouts into items from it’s My Forever Fitting range.

High-Quality Fashion Blogs

Fashion blogging subjects range across categories like buying guides, seasonal shopping trends, fad-watch, must have lists, celebrity fashion statements, street styles, and occasion specific apparel advice. Most successful e-retailers of fashion and apparel products have in-house fashion bloggers whose primary focus is to create stellar fashion content for market products.

Platforms are generating revenues purely by their fashion and apparel content as well; the perfect examples being Budget Fashionista, shefinds.com, and Bag Snob. Louis Vuitton deserves mention here for bringing the next level of innovation to content marketing; its Nowness platform offers highly artsy videos with minimal LV branding but with in-video product buy links.

Fashion brands, in general, are dominating Instagram video. I recommend you invest in good branding videos, using one of these video marketing tools.

Concluding Remarks

Trust these digital marketing methods for your apparel e-commerce website and take the first step towards taking your business to the next level.

North Korea Says Nuclear Weapons Only Option Against ‘Repressive US Imperialists’

North Korea is rejecting calls from China to step away from its nuclear program, claiming such weapons are vital to the security of its people, the Seoul-based Yonhap News Agency reported Friday. 

« The conclusion that our army and people have reached via the history of North Korea-U.S. confrontations is there is no way other than standing against the repressive U.S. imperialists only with a nuclear deterrent of justice, » the state-run newspaper Rodong Sinmun wrote in an article entitled « (U.S) Should Abandon Stupid Ambition. » « We’ve already made clear that we would never take even one step back from a road to beefing up national nuclear power unless the U.S. hostile policy against us comes to an end. »

11_17_Kim_Jong_Un Kim Jong Un’s regime refuses to give up its nuclear program. Getty Images

This came shortly before Song Tao—a senior Chinese envoy—arrived in Pyongyang on Friday to discuss the tense situation with Kim Jong Un’s regime over its long-range missile tests and nuclear ambitions, which have led to a slew of economic sanctions to be leveled against the reclusive state. China, which is North Korea’s top trading partner and most important ally, has participated in these United Nations–orchestrated sanctions. The relationship has been strained with Kim at the helm as his erratic behavior has increasingly placed Pyongyang at odds with Beijing. 

President Donald Trump described Song’s visit as a « big move » in a tweet on Thursday, but it’s unclear whether any real progress can be made. 

The president returned from a 12-day trip to Asia on Tuesday, during which North Korea was at the top of his agenda. During a visit to Seoul, Trump directly addressed Kim while giving a speech before South Korea’s National Assembly, stating, « The weapons you are acquiring are not making you safer. They are putting your regime in grave danger. Every step you take down this dark path increases the peril you face. »

« Yet, despite every crime you have committed against God and man, you are ready to offer, and we will do that—we will offer a path to a much better future. It begins with an end to the aggression of your regime, a stop to your development of ballistic missiles, and complete, verifiable, and total denuclearization, » the president added. 

Pyongyang has continued to show no interest in negotiation, however, and claimed Trump « begged » for nuclear war during his Asia trip. Kim’s regime was also livid about drills involving nuclear-powered U.S. aircraft carriers that occurred near the Korean Peninsula at the tail end of Trump’s journey. 

Meanwhile, China has called for the U.S. and North Korea to agree to a « freeze-to-freeze, » in which Pyongyang would freeze its nuclear program in exchange for the U.S. and South Korea stopping large-scale military exercises. But neither country has shown any sign of agreeing to such an initiative. 

« President Xi recognizes that a nuclear North Korea is a grave threat to China, and we agreed that we would not accept a so-called freeze-for-freeze agreement, like those that have consistently failed in the past, » Trump said Wednesday.

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Alabama Senate Race Aggravates Deep Divide in Republican Party

The statement by the Alabama Republican Party on Thursday that it stood by Mr. Moore and “trusts the voters” to decide whether he should be elected to the Senate underlined the divisions between Washington and the grass roots. And the White House press secretary, Sarah Huckabee Sanders, made clear which side Mr. Trump was on, echoing that sentiment.

In recent days, some notable figures in the conservative movement have also given Mr. Moore cover. Stephen K. Bannon, Mr. Trump’s former chief strategist, who saw Mr. Moore’s upset primary victory against an establishment Republican as a turning point in the war he is waging against Washington, has told his associates that he is unwavering in his belief that Mr. Moore should fight on.

Sean Hannity of Fox News, who this week delivered Mr. Moore an ultimatum to answer for allegations of sexually predatory behavior, backed down on Wednesday night, telling his audience that Alabama voters — not him — should ultimately decide.

Those moves were a telling rebuke of Senator Mitch McConnell of Kentucky, the majority leader, and other Republicans in Washington who have either called for Mr. Moore to leave the race or for his expulsion from the Senate should he be elected.

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Mitch McConnell, the Senate majority leader, and many other Republicans have called for Mr. Moore to withdraw from the race.

Credit
Al Drago for The New York Times

“This is an effort by Mitch McConnell and his cronies to steal this election from the people of Alabama and they will not stand for it!” Mr. Moore wrote on Twitter on Thursday. “I’m gonna tell you who needs to step down,” he continued in another post, “that’s Mitch McConnell.”

But many Republicans believe that trying to remove Mr. Moore from the race or expel him from the Senate if he wins would further enrage the party’s restive base and kill the small-dollar fund-raising that both political parties rely heavily on. And it would provide the kind of raw, angry grass-roots energy that Mr. Bannon says he needs to achieve his goal of ensuring that Mr. McConnell is not the Republican leader a year from now.

“Roy Moore would be a thorn in the Senate G.O.P. leadership’s side, and they would be happy to expel him hoping to both dissuade others and put down the Bannon rebellion,” said Erick Erickson, the Christian conservative writer and radio host who has argued that the debate over Mr. Moore should be viewed in the context of the much larger and more pitched battle between the party’s establishment and anti-establishment wings.

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Party leaders, Mr. Erickson added, “are not as interested in the long-term consequences.” They just want to send a signal by defeating Mr. Moore that the conservative insurrection can and will be crushed, he added. Writing on his website recently, Mr. Erickson said, “I don’t blame the Roy Moore voters for thinking people are out to get them because people really are out to get them.”

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Mr. Erickson, like Mr. Bannon, did not initially support Mr. Moore when the primary for the Senate seat vacated by Jeff Sessions, the attorney general, was a three-way contest. In the first round of voting, it was Mr. Moore against Senator Luther Strange, who was appointed to the seat and was supported by Mr. McConnell, and Representative Mo Brooks, a conservative favorite who is much less unpredictable and polarizing. But after Mr. Brooks did not make the runoff, conservatives say, they rallied behind Mr. Moore because of what he represents to them: someone who is under attack from the same Republicans they believe have long tried to marginalize religious conservatives.

That sense of marginalization is real for many. A caller into Rush Limbaugh’s radio program on Tuesday expressed similar suspicions, saying he believed Mr. Moore’s ouster would be the beginning of a purge of the party’s right wing. “But my worry,” said the caller, who identified himself as Jim from Missouri, “is the so-called conservatives in Congress are going to fall prey to this and throw this man under the bus. And then they’ll forever set a precedent for getting rid of conservative people that we might try to elect.”

Many on the right have openly wrestled with how quickly Mr. Moore should be judged and condemned.

“I think it’s complicated, and that is 100 percent the truth,” said Penny Young Nance, the president of Concerned Women for America, a Christian conservative group.

Ms. Nance said many conservatives were weighing a number of arguments and counterarguments: a suspicion of the national news media against the sense that Mr. Moore’s accusers seem credible, the fact that the 1970s and ‘80s, when he is accused of committing the acts, was “a different time,” and the fact that Republican Party leaders have tried to thwart him repeatedly throughout his career.

“It’s also about the people of Alabama making their own decisions instead of Washington foisting its opinion on them,” Ms. Nance added. “They need to decide. That’s part of what makes them so angry: Washington bureaucrats and elitists telling them what they need to do.”

The inclination to dig in on Mr. Moore could also be a symptom of a larger cultural shift in politics. Americans are more likely now to say that elected officials can still do their jobs in an ethical manner even if they have committed immoral personal acts, research has found. And no group seems to have come around on this question more drastically than white evangelical Protestants, according to one survey conducted before the election last year by the Public Religion Research Institute and Brookings.

More than seven in 10 were willing to overlook transgressions in a politician’s personal life, the survey said, compared with three in 10 who were asked the same question in 2011.


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Video Marketing: The Interactive, Visual Way to Attract Self-Storage Customers – Inside Self

What’s the difference between a human and a goldfish? Besides the obvious, recent data shows humans have a shorter attention span at only eight vs. nine seconds.



Due to the nature of our increasingly digitized lives, you now have less time than ever to catch the eye of your self-storage prospects. That’s why this has become the year of video marketing. With so many stimuli and distractions pulling at your target audience, you need to ensure your information is easy to digest. How? By making it more interactive and visual. Video not only accomplishes this goal, it can help your facility rank higher in online searches.

Do It Now

If it isn’t already, video will become a crucial element of your marketing strategy. Did you know that by 2020, 82 percent of all mobile traffic will be video? It’s one of the fastest growing forms of marketing available. Soon it will no longer be a question of if you use video but when. The time to start is now.

If a picture is worth a thousand words, then a video is worth a million. It gives you an opportunity to showcase your company’s personality and unique value proposition. For example, StorQuest Self Storage recently created a 30-second video of surfer Kelly Slater discussing why he stores his surfboard collection. It emphasizes the company’s brand and motto—to “make room in your life for awesome”—and projects an active persona. It also prompts the viewer (a prospective customer) to think about our industry differently by promoting the use of long-term storage as an extension of the home.

Fortunately, video is no longer restricted to large companies with a robust marketing spend. The barrier to entry is lower than ever with new platforms and do-it-yourself tools that can help businesses churn out professional-quality content on a tighter budget.

Optimize It

After you’ve created your video, to get it found on the Web, you need to optimize it. Platforms like YouTube and Facebook can help. YouTube is the second largest search engine after Google, processing more than 3 billion searches a month. And since its owned by Google, the videos on this site rank favorably on search engine results pages (SERPs). Facebook is another great place for video. As the largest social media site, its users watch more than 8 billion videos, or 100 million hours of video, every day.

Following are some things you can do to make the most of these sites and ensure your video ranks high in online searches.

On YouTube

Research video keywords. This is something you can do prior to creating a video that will go a long way. The trick is to determine the keywords that produce YouTube video results on the first page of Google. The types of videos that usually appear on the SERP include how-tos, reviews and tutorials.

Make the most of metadata. First, you want to focus on your video title. It should be a few words long and include the keywords you’re trying to target. Next, you’ll create a heavily detailed description that includes key points from the video and uses targeted keywords. This should be like a short blog post so YouTube and Google can crawl your content, understand the video and rank it accordingly. Finally, you’ll add relevant tags to help categorize your video. These tags can be single-word, multi-word (long-tail keywords) and broad-term (relating to a broader topic). Aim to add 10 to 20.

Create a call to action (CTA). After someone has watched your video, you have his full attention, so add a CTA with a link to keep him engaged and potentially convert him into a customer. You can do so by adding a “card” to your videos with a link to your website.

On Facebook

Grab attention. Native Facebook videos begin to play the moment users scroll through their feed. The goal is to develop compelling content that will capture your prospect’s attention immediately. And it should be short. Facebook and Nielsen Media Research have reported that as much as 47 percent of the value in a video campaign is often delivered in the first three seconds, while up to 74 percent of the value is delivered within the first 10 seconds. Also, choose an enticing video thumbnail to capture attention.

Make it mobile-friendly. Since most Facebook scrolling occurs on mobile phones, make sure your video is optimized for smaller screens. Test out vertical and square videos that take up more screen space.

Use subtitles. Eighty-five percent of users never turn on the sound; and mobile phones will only auto-play sound if the phone isn’t on silent mode. This is why you should use subtitles or create a video that conveys your story silently. Captions have proven to increase view time by an average of 12 percent.

Add a CTA. While Facebook no longer has the CTA functionality for videos, you can add a link in your copy or via text overlay. Having a CTA is a great way to increase engagement, drive traffic to your website and create leads.

Without incorporating video into your marketing, your self-storage facilities risk losing potential leads. Since video production has become more accessible and affordable, consider implementing video as part of your strategy.

Ashleigh Hinrichs is the marketing campaign manager at G5, which provides Digital Experience Management software and marketing services to the self-storage industry. The company’s offerings include responsive-design websites, search engine marketing, social media, reputation management, lead tracking and management, analytics, and client-performance management. For more information, call 800.656.8183; visit www.getg5.com.

Video Game Industry Veteran Ian McGregor Joins Green Man Gaming as Chief Marketing Officer

LONDON, November 17, 2017 /PRNewswire/

Green Man Gaming announces the appointment of Ian McGregor as Chief Marketing Officer (CMO), with effect from 1 December. A veteran of the video game industry, Ian has held senior leadership roles at top game publishing brands including EA and Activision, heading up International Marketing for best-selling game franchises such as FIFA, Call of Duty and The Sims. Ian’s extensive industry experience, coupled with his passion for gaming and business, will play a key role in taking Green Man Gaming’s brand to the next level globally.

As Chief Marketing Officer, Ian will be responsible for building and transforming Green Man Gaming’s brand internationally, as well as the company’s marketing and customer experience activities. Building on the outstanding work of the team to date, Ian will focus on expanding Green Man Gaming’s marketing initiatives internationally as the business continues to drive rapid growth in new markets. He will also work with his team to innovate and deliver a strong value proposition to all Green Man Gaming’s stakeholders, including its customers, partners and the wider gaming community.

Ian was previously Head of International Consumer Marketing at both EA and Activision, where he worked on over 80 game titles and led innovative marketing campaigns such as the launch of FIFA Interactive World Cup, the largest online gaming tournament in the World, that grew significant market share and achieved global record-breaking launches. He also led a number of high profile accounts at Publicis London across the technology and entertainment sectors and headed up the British Army account. Before joining Green Man Gaming, Ian worked with several Technology and eCommerce early stage start ups, helping to drive fast growth and revenue.

« We are very excited to have Ian join the senior management team at a time when we are looking to take Green Man Gaming’s brand and marketing activities to the next level, as we continue expanding the business internationally. Ian’s extensive industry experience at top game publishers, innovative marketing mind-set and ability to bring different teams together to deliver impactful results is critical for us to achieve our aggressive targets to continue our fast growth, » said Paul Sulyok, CEO and Founder of Green Man Gaming.

« I have closely followed Green Man Gaming’s remarkable journey over the years as it has grown to become a critical part of the gaming ecosystem. This is the perfect time for me to join the business, as it seeks to accelerate growth, build market share and deliver more products and services to its growing customer base. The passion I have for video games is shared by everyone in the Green Man Gaming team, and I look forward to working with all of them to plan for the future as the business expands and grows at fast pace, » said Ian McGregor.

Download Ian McGregor photo (Dropbox)

About Green Man Gaming

Green Man Gaming is a global technology company at the heart of the video games industry.

Greenmangaming.com is an eCommerce store and community platform offering millions of gamers a single destination for all things gaming. With customers in 195 countries, the store stocks a wide catalogue of multi-platform digital games at the best prices and provides the latest game data tracking, reviews and discussions on itscommunity.

Green Man Gaming Publishingworks with independent development studios globally to market their own games and increase the visibility of games in a challenging marketplace. The industry expertise and knowledge of the publishing team provide developers with hands on and collaborative support that includes in-depth market analysis, integrated Marketing and PR campaigns, finishing finance options and global retail strategy.

Leveraging its patented technology, Green Man Gaming also partners with game publishers and leading hardware manufacturers to support their marketing initiatives. Announced at CES 2017, Green Man Gaming’s digital storefront is currently being made available on millions of Lenovo laptops worldwide through the Lenovo Entertainment Hub. Green Man Gaming has also partnered with Intel to build and manage their software distribution hub which offers digital games to hundreds of hardware partners as part of the Intel Technology Provider Gold and Platinum Partners Program.

Green Man Gaming has been recognised by leading bodies in the video gaming, business and technology sectors with over 30 awards received since it was launched in 2010. The company was featured in London Stock Exchange Group’s 1,000 Companies to Inspire 2017 list and ranked in The Sunday Times 2016 Tech Track 100 celebrating the UK’s fastest growing companies. It was also one of 25 companies named as part of Tech City UK’s first Future Fifty programme, recognising and supporting fast growth digital technology businesses in the UK.

www.greenmangaming.com

SOURCE Green Man Gaming

McLellan: Consider video for your 2018 marketing plan

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